Data’s role in digital transformation
To drive digital transformation, we knew we had to perfect the interplay between the “art” of marketing with the “science” of data activation. This required a powerful partnership between our marketing and IT departments, with the ultimate goal of delighting our consumers with an outstanding experience.
To that end, my close partnership Martin Renaud, chief marketing and sales officer at Mondelēz International, has proven invaluable. Martin is setting the strategy on first-party data — how we acquire it, how we use it, and how we learn from these efforts. My role is to set up the right repositories for that data and to ensure the business can access it in ways that help us better understand our consumers. The success of this partnership has advanced our deployment of empathy at scale and changed the conversations we’re having in the C-Suite.
One of our first steps to driving empathy at scale was to partner with Google Cloud, building data hubs to access our first-party data by region. To take full advantage of this data, we made a significant investment to train our teams in data management.
At the same time, we partnered with Google Ads to create a three-tiered strategy to bring empathy at scale to market. First, we leveraged data from Google Search and other sources to better understand our consumers and to inform how we personalize our messaging. Next, we tapped into automated production tools like Director Mix to create…